Demandbase nets $15M to build out its B2B marketing database and sell it better

Demandbase, the B2B marketing service, which combines information about your business affiliation from your IP address and other cues, now has $15 million more in funding to beef up its sales and marketing, keep building its database worldwide, and develop new products.

Scale Venture Partners and Omniture, the web site tracking company which is now part of Adobe Systems, led the round. Existing investors Sigma Partners, Altos Ventures, Costanoa Ventures, Sutter Hill Ventures and Adobe, which is also a Demandbase customer. Total funding for the 7-year-old company now stands t $44 million.

Demandbase CEO Chris Golec

The San Francisco-based company will use the new money to build out its treasure trove database worldwide; add more sales and marketing muscle; and create new products and features.

GigaOM Pro analyst David Card is impressed with Demandbase. “They’re building a database that translates IP addresses into companies so that you could present content or offers based on who the user likely worked for (which is probably more useful in most B2B situations than recent behavioral tracking or guessing at their demographics. They claim to use signals other than IP address, too, and they claim what you can get from the registries isn’t timely,” he said.

the company competes with companies like Neustar or Quova, which also use IP targeting; Bizo which works in advertising technology by analyzing cookie information; adn Gravity which does personalized marketing, but Demandbase would argue it combines all much of this in one service — and it doesn’t use cookies.

Other custmoers include a list of tech players including Dell, Cisco/Webex,HP/Arcsight Informaticaand NetApp